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How to Convert Visitors to Leads

[fa icon="calendar"] Jul 17, 2015 1:19:00 PM / by Rodrigo Zurita

Convert Visitors to Leads With a Form

It's inbound marketing best practice to capture lead insight using online forms.


Forms are part of the "convert" stage of the inbound marketing methodology. They come in handy when it’s time for people to sign up, subscribe to a blog, download an ebook offer, or make a purchase. Filling out a form is a pretty normal behavior for online users.

Online users realize that the exchange of their information is necessary to receive their purchase. In the same way, you should be using a form to collect information about a prospective customers in exchange for a downloadable offer like an ebook or to subscribe to your blog.

The latter tactic has not been fully taken advantage of by online businesses. But using a form is what will set your business apart by gaining insight about prospects while solving their pain point.

*Bonus: You'll also simultaneously equip your sales team with lead insight, making the closing process easier.

As simple as it sounds, there is a science to generating an effective form. The key is to focus on your buyer persona again. It is very important to ensure that the perceived value of the offer you’re delivering is worth the amount of information you’re asking for in the form.

The exchange has to be equal.

That's where your irresistable offer comes into play. When you create information your ideal customer is searching for online, they'll be willing to give their information in exchange.

convert visitors to leads - inbound marketing formOnce you have an offer, develop your form. Ask yourself:

  • If I clicked on a button that took me to a page with a form, would I gladly give my information for the offer being delivered?
  • Is the form asking for too much?
  • Out of all the form questions which ones are “required” fields?

How to Put a Value on Your Offer

Depending on how "irresistable" your offer is to your ideal customer, you should ask more or less questions on your form. This could also slightly differ depending on your buyer persona and industry.

Low value — ask minimal questions such as name and email.

  • Research reports
  • eBook
  • Editorial content
  • White papers
  • Educational content

Middle value — ask a few more questions such as name, email, company name, and phone number.

  1. Comparison white papers
  2. Expert Guides
  3. Live interactions
  4. Webinar

Most value — ask more qualifying questions.

  • Vendor compairsons
  • Product comparisons
  • Case Studies
  • Trial download
  • Live demo
  • Free trial
  • Free consultation

When you create irresistible offers and forms with your ideal customer in mind, you'll not only capture lead information, but generate quality leads for your sales team.

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Topics: Inbound Marketing

Rodrigo Zurita

Written by Rodrigo Zurita

Rodrigo Zurita is the CEO and lead strategist of e-webstrategy, an inbound marketing firm in San Antonio, Texas.

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